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Reg baker main stage - 2011

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Survey Gamification
Old Wine in New Bottles?

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Reg baker main stage - 2011

  1. 1. Main  Stage,  November  3,  2011   Survey Gamification Old Wine in New Bottles? Reg Baker, Market Strategies International A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –   November  3,  2011  
  2. 2. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Survey Gamification Old Wine in New Bottles? Reg Baker November, 2011
  3. 3. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) An underappreciated aspect of survey gamification is that it refocuses us on the key elements of question wording and overall questionnaire design. 3 Key Takeaway
  4. 4. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 4 From the archives 1968   1977   1981   1991   As  surveys  get   longer  respondents   give  less  cogni2ve   effort     Defined   “respondent   burden”    as  the   combina2on  of   interview  length,   required  cogni2ve   effort,  emo2onal   stress  and   frequency  of   interview  requests   Iden2fied  the   tendency  for   respondents  to   “straight-­‐line”  in   large  numbers  of   consecu2ve  items   that  shared  the   same  scale.   Coined  the  term   “sa2sficing”       Cannell & Kahn Bradburn Herzog & Bachman Krosnick
  5. 5. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Make the survey more colorful and interactive with answering devices such as slider bars and drag and drops -- Reid, Moredon & Reed (2007) Adding game-like features to the survey—a back story, a game-like aesthetic, rules for play and advancement, a quest, rewards , etc. -- Puleston & Sleep (2011) 5 Contemporary Solutions
  6. 6. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Response Process Components 6 COMPREHEND   RETRIEVE   JUDGE   RESPOND   Absorb  and  apply  logic   to  ques2ons,  focus  on   informa2on,  and  link   key  terms.   Retrieve  memories   and  fill  in  missing   details.   Assess  relevance,   integrate  material,  and   draw  inferences.   Categorize  and  edit   responses.   1   3   4   5   6   Answer   2   Source:  Tourangeau,  Rips,&  Rasinski,  2000   Ques/on  
  7. 7. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 7 Improving Comprehension Keep questions simple Be specific, avoid vague concepts Define ambiguous words or terms Provide examples
  8. 8. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Imagine you are on death row and have to choose your last meal. 8 What is your favorite meal?
  9. 9. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 9 How would you describe yourself? In exactly seven words how would your friends describe you?
  10. 10. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 10 Making Retrieval Easier Offer cues Key to landmark events Decompose
  11. 11. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) You have an opportunity to go to the supermarket with an unlimited budget and buy all of your favorite foods. The catch is, you only have two minutes. 11 Name all of your favorite foods
  12. 12. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 12 Aiding Judgment Manage context Decompose Discourage lingering over a question
  13. 13. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Ask about uses for a brick. 13 A warm up exercise showing silly use of a cereal pack.
  14. 14. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 14 Recording An Answer Avoid open end numeric responses Use meaningful anchors Beware of editing on self-presentation issues 1   3   4   5   6   2  
  15. 15. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 15 How many hour per week do you typically spend on the World Wide Web? (open end)
  16. 16. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) 16 Summary Traditional questionnaire designers and survey gamifiers share a common goal: Encourage respondents to cognitively engage with survey questions. There is a great deal we can learn from the literature about how to write survey questions that work better for respondents. We might also broaden our toolkit for testing questions by using alternate methods such as cognitive interviewing. We can benefit from a broader understanding of good questionnaire design, whether we choose to gamify or not. The  problem   of  respondent   engagement  is   a  longstanding   one,  made   worse  by  the   frequency  of   survey   requests  and   subop2mal   survey  designs.  
  17. 17. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Thank You 17
  18. 18. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Q&A 18 Reg  Baker   Market  Strategies  Interna2onal   Lenny  Murphy   Greenbook  Blog  
  19. 19. Reg Baker, Market Strategies International, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT) Thank You reg.baker@marketstrategies.com www.thesurveygeek.com 19
  20. 20. Main  Stage,  November  3,  2011   Survey Gamification Old Wine in New Bottles? Reg Baker, Market Strategies International A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –   November  3,  2011  

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